Robert Craven's book is 'Bright Marketing - why should people bother to buy from you?'. (And his latest is 'GROW YOUR SERVICE FIRM'.)

Sunday, 5 August 2007

She's Your Number One Customer!

The situation is as follows:

Women are the Number One business opportunity. As Tom Peters says, ‘they buy lotsa stuff…’ ;

Men and women are very different…;

Men are (still) in control… and are ‘totally, hopelessly, clueless about women’;

Not enough ’stuff’ is designed for women or communicated in a way that appeals to women;

Most stuff for women is, to be frank, pretty patronising;

We are witnessing changes in America but little seems to be changing on this side of the pond (the UK).

So there’s your opportunity.

Do I have to spell it out to you? I don’t think so.

This is not a feminist thing but a straight-down-the-line commercial argument. Women are not a niche market or a minority – they have wallets, and for many businesses, women as decision-makers and consumers hold the key to future success.